Brand storytelling is the foundation of the brand, while terms like “best in class” are simply objectives and not a direction. Image credit: Shutterstock
Why striving for ‘best-in-class’ service creates zero value for luxury brands
Posted By a Luxury Daily columnist On In Featured,Industry sectors,Marketing | No 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","iv":"06392bc45eff0daf0baa13343606cd11","s":"7ee18cc21bd1fe3d"}